What Can Real Estate Agents Do to Improve Facebook Marketing?

Facebook: the bread and butter of social media marketing. Or is it? In case you missed the news, the social giant changed its news feed prioritization algorithms. Now our personal feeds feature more content from family and friends (yay!) but less content from business pages and organizations (boo!). What’s a real estate professional to do?

Accept that to make the most of Facebook advertising that you will have to devote some marketing cash to paid promotion, especially if you are a newer user that missed the boat on organically building an audience. Once you have budgeted funds, leverage how you market to improve Facebook marketing.

Using your clients

Let’s start with organic strategies. Name the last time you tagged a client in a Facebook post. If you haven’t, try it. You don’t have to tag their property (unwise) but say on a day showing potential homebuyers properties you make a lunch stop. Take a photo, announce how much fun you’re having, and tag them. Share photos of happy, smiling clients that just closed on a property. Most agents use their business page to promote listings. Tell your clients when the listing post is scheduled and ask them to share on their news feed to boost likes and engagement.

Invite your client list to follow

At least four times a year, in an email campaign invite your clients to follow your business page. This holds true of any social account you own. Why four times a year? As your business grows, so does your client base. Quarterly reminders help expand your follower count, and as they are people already engaged with your brand, they’re quality followers! They could see a property that appeals to one of their friends and forward to them.

Post videos

Video engagement is higher than text-only or photo-driven posts. This is true on Facebook, too, which receives billions of video views a day. Right now Facebook is prioritizing video content. That may change in the near future as more users become accustomed to Facebook Live! and video viewing on the platform. Use your tour videos or Facebook’s slideshow feature to create your own. Interestingly, most videos are watched without sound. If possible, add captions to the video.

Paid Ad vs Boosted Post?

Now we’re into spending money. Facebook offers multiple advertising options. Spend a little time exploring what you can do. Options range from boosted posts to paid advertising. Personally, I prefer creating paid, targeted ad campaigns over boosting posts for real estate clients. The reason is simple: you can’t target the audience on a boosted post. You can promote it, but it may reach audience members that don’t match your ideal customer. By using targeted campaigns, I narrow who sees the listing by income, area, and other demographic information. This increases my client’s chances of sourcing a qualified lead and boosts return on investment. The campaign can be optimized by driving traffic to the website or video views.

Optimize your settings!

Check out your business page. Provide as much information as you can in the profile settings to make your page more searchable. This includes a business location, operating hours, an attractive header with your photo, and the right call to action button.

Be smart about promotions and use best practices to improve Facebook marketing. Real estate agents should not shy away because of the platform changes. Facebook remains an essential marketing tool.

Four Tips for Facebook Real Estate Marketing

Facebook continues its social marketing dominances with billions of views every day. More adults use and check Facebook daily than any other platform. Whether you choose market real estate on Facebook through a personal or business page, generating new leads is always the goal. New updates to the Facebook user experience means your news won’t appear if someone hasn’t liked your page. How can you reach more customers using Facebook?

Market your Facebook Real Estate Page

If growing your Facebook page following is important to you, then it should be part of your marketing materials. Include your address on your business cards (now in a convenient @yourpage format) and flyers. Ask customers to like your page in e-blasts. Tell sellers you’re marketing their listing on Facebook–ask them to like the page and share with their network. Link to Facebook on your website and blog. Every post should have a social sharing icon.

Boost Your Posts

Have real estate content you’re especially eager to expose to a new audience? Facebook’s paid boosted post option is a great way to get your content in front of a wider range of potential customers. Use the settings to target your audience. This maximizes the result for pennies on the dollar. One of my clients generated four property leads for a one-week $15 boosted post thanks to specific targeted settings.

Use Audience Insights

Facebook offers a variety of metrics through their insights tab. Audience insights provides users with data on who’s engaged and what type of content they are engaging with. Feed the monster and give your people what they want. Pay attention to the days and times you receive the most traffic and schedule your posts accordingly.

We Like What We See

Every Facebook post should have a striking visual. That means an engaging photo, not just a generic logo found on a “free marketing images” web search. People respond best to photos of other people, to lifestyle imagery, and unstaged photography. Facebook’s slideshow and image gallery options are excellent for highlighting a listing an in engaging way. Videos usually receive higher responses than images, as long as they are high quality. Maximize your marketing efforts and share those videos and photos on Facebook!

Using Facebook for real estate marketing is a smart practice for any real estate professional. To gain the highest chance of generating new customers, be prepared to roll up the sleeves and work a little to reach your target audience.

Four Tips for Facebook Marketing for Real Estate

More adults use and check Facebook daily than any other platform. The action takes place in the news feed, where the latest posts are available for users to scroll through. New updates to the Facebook user experience means your news won’t appear if someone hasn’t liked your business page. Keeping that in mind, how can you reach more customers using strategic Facebook marketing?

Market your Facebook Page

If growing your Facebook page following is important to you, then it should be part of your marketing materials. Include your address on your business cards (now in a convenient @yourpage format) and flyers. Ask customers to like your page in e-blasts. TFind us on Facebook buttonell sellers you’re marketing their listing on Facebook–ask them to like the page and share with the
ir network. Link to Facebook on your website and blog. Share your business posts on your personal page. 

Boost Your Posts

Have content you’re especially eager to get out there? Facebook’s paid boosted post option is a great way to get your content in front of a wider audience. Use the settings to target your audience for maximum result for pennies on the dollar. Facebook allows users to program different target audiences for the posts.

Use Audience Insights

Facebook offers a variety of metrics through their insights tab. Audience insights provides users with data on who’s engaged and what type of content they are engaging with. Feed the monster and give your people what they want. The insights can tell you when your posts are being viewed. 

We Like What We See

Every post on Facebook should have a striking visual. That means an engaging photo, not just a generic logo found on a “free marketing images” web search. People respond best to photos of other people, to lifestyle imagery, and unstaged photography. Facebook’s slideshow and image gallery options are excellent for highlighting a listing an in engaging way. Videos usually receive higher responses than images, as long as they are high quality. Experiment with using Facebook’s latest new feature: Canvas posts. These blend still photography, videos, and text. 

Keep in mind when optimizing Facebook that their recent changes mean smart content marketers will reserve some of their social budget for paid promotion. The ad manager makes it easy to target the funds to specific audiences for a higher return on investment.